Examining the Antecedents of User Donation Intentions Toward Social Media Articles: Moderation Effects of Social Contagion

Abstract

Donations to articles on social media, as a new behavior, have been trending in recent years. Unlike donations to a charitable and nonprofit organization or victims, donations to social media articles have been accorded minimal attention from academic researchers. From the stimuli–organism–response framework, this study proposed a model to investigate the factors that influence the donation intentions of users on social media toward articles. Our results demonstrate that the credibility of the article determines users’ donation intentions. The results also indicate that the perceived value (usefulness and enjoyment) of the article mediates the effects of article credibility on users’ donation intentions. The social contagion nature of the article is also proven to moderate the magnitude of impacts on donation intention by users’ perceived usefulness, perceived enjoyment, and perception of article credibility.

Effects Of Perceived Usefulness And Perceived Ease Of Use For Driving Purchase Intention

“…(Xu et al, 2020) Social interaction stimuli, such as review quality, source credibility, and observational learning, perceived usefulness, positive affect, impulse buying, and impulse buying behavior, are related to each other. This also supports the findings of (Asante et al, 2021) where source credibility has a significant impact on PU. The results state that source credibility positively affects perceived usefulness.…”

“…Source credibility has a positive and significant impact on perceived usefulness in the context of mobile shopping apps (Vo & Wu, 2022). Source credibility has a significant impact on perceived usefulness, which in turn affects intentions (Asante et al, 2021).…”

Understanding social influence in Facebook fundraising: Relationship strength, immediacy of needs, and number of donations

“…The popularity of social media lies in the extended social relationships through Internet. It is also one of the main reasons people choose peer‐to‐peer fundraising over traditional intermediaries (e.g., Asante et al, 2021; Bhati & McDonnell, 2020). To fully understand the mechanism for social media fundraising, one needs to take a closer look at the influence of social relationships.…”

“…In comparison, individuals are more likely to trust personal sources within their own social circles. As a result, social media has begun to play an important role in charitable giving because of its easy access and massive social connections (e.g., Asante et al, 2021; Bhati & McDonnell, 2020; Saxton & Wang, 2014). Research suggested that social interactions through digital media have powerful impact on online giving behaviors (Saxton & Wang, 2014; Scharf & Smith, 2016).…”